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by domestic businesses for internal use. A
massive 80% of analytics adoption is by businesses offering analytics services to customers
globally and in India. The other 15% being done in India is within the captive centres of global
companies where back office services are delivered.

Analytics India looked at 15 large consumer-facing businesses in India to reveal the penetration
levels and maturity of analytics within these businesses.

In banking, ICICI, HDFC, Axis, Yes Bank and Kotak Mahindra were studied. Bharti Airtel, Idea
Cellular were included from the telecoms sector.

In the automotive sector, TATA Motors, Mahindra&Mahindra were included as well as ecommerce
firms Flipkart, Snapdeal and Jabong.

In terms of the quality and depth of analytics function, Bharti Airtel was rankled highest,
followed by HDFC Bank.

“Apart from the above 15 companies, the analytics adoption is very low within domestic Indian
market,” said Analytics India Magazine.

The study showed that Indian businesses are behind corporates in western economies in terms of
using analytics to support business decision making. “It’s evident that the adoption within Indian
domestic companies is poised to grow sooner than later, leading to more efficiency in data
collection, as well as final business decision making.”

Gartner recently reported that Indian businesses will increase spending on business intelligence
and analytics software by 15% to reach 8,228 crore in 2014. The analyst company said that, for the
fourth year in a row, analytics ranks as the number one priority in its CIO survey in India.